AEW Undergoes Meaningful Production Restructuring, Sources Confirm
Hoffman Estates, IL – September 8, 2025 – All Elite Wrestling (AEW) is enacting substantial changes to its television production, impacting multiple areas from ad integration to in-show pacing, according to sources within the company. The overhaul, initiated in recent weeks, aims to optimize the viewing experience and bolster revenue streams as the promotion navigates a competitive landscape.These adjustments come at a pivotal moment for AEW, as it seeks to maintain momentum following its successful All In event at Wembley Stadium on August 27, 2023, and continue attracting a broader audience. The changes affect ad placement, content flow, and the integration of third-party advertising platforms like Outbrain and Google AdSense. The goal is to create a more seamless and engaging broadcast while maximizing advertising opportunities.
A key component of the restructuring involves a more complex ad placement strategy utilizing “ad stacks” and “auto-placers.” AEW is leveraging tools to dynamically insert advertisements from various sources – including traditional adsense units and sponsored content from Outbrain – throughout its programming. These placements are designed to be less disruptive and more contextually relevant to the on-screen action. Internal documentation reveals configurations for units named “AR1,” “AR2,” “AR4,” “AR7,” “autocontentbottom,” and “autocontentmiddle.”
The implementation also includes A/B testing, indicated by the “abntest” configuration within the ad serving parameters. This allows AEW to evaluate the performance of different ad formats and placements, optimizing for viewer engagement and revenue. A “googleConsentCheck” is also being utilized, suggesting a focus on adhering to evolving privacy regulations and user consent protocols regarding targeted advertising.
These changes are being rolled out across AEW’s weekly programming, including Dynamite and Rampage, and are expected to be fully implemented in the coming weeks. The company anticipates the new production model will enhance the overall presentation of its product and contribute to continued growth.
